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1. Introduction
One of the most important books written about Marketing
and Direct Marketing is MaxiMarketing by Stan Rapp and Tom Collins.
Enough can't be said about the importance of reading this book cover
to cover - more than once. It is available from McGraw Hill and it's
ISBN is 0-452-26238-0. Its copyright is 1988. It is also available from
retail bookstores like DoubleDay and WaldenBooks.
In the preface, MaxiMarketing is described: MaxiMarketing is not a
textbook or a how to book. It is a "think" book that aims
not to solve your advertising and marketing problems but to stimulate
you to think about them in a new way so that you can solve them yourself.
This book will not give you a magic formula for marketing success.
It will tell you how other marketers are building new structures as
they observe the old order crumbling. In it, we point out ways to make
your advertising, promotion, and distribution more effective every step
of the way.
The hurricane winds of change have already toppled some corporate giants
that seemed indestructible as California redwoods. And more are threatened.
MaxiMarketing is a fundamental shift in viewpoint that can help provide
the strength and flexibility that today's marketing giants need to survive.
MaxiMarketing can also help the smallest of companies survive and thrive
and perhaps become giants themselves.
Finally, we want to emphasize that MaxiMarketing is not just another
buzzword. Whatever you choose to call it, for many companies the new
strategic thinking we present will be literally a matter of life or
death.
Selected passages from MaxiMarketing have been posted to the DMRG website
to help companies understand some of the new thinking and new structures
required to help you improve your marketing results WITH MORE CERTAINTY.
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